10 points to consider – Point 2
This is the second entry in our series: 10 points to consider when setting up Insight, Innovation & Strategy Communities.
Open communities are sites, available and open to the general public. They have been adopted by organisations such as Dell and Starbucks. Closed communities are private spaces that are hidden from the general public and are invitation only. Organisations such as Google, Orange, Danone and Virgin Media are popular users of this approach.
Go open, if what you are after is a large volume of high-level ideas. Go closed if you want to develop ideas iteratively over extended periods of time. Unless you really need to generate a high volume of ideas, a closed community is likely to be better for you. Closed communities engender far more consumer engagement and motivation. They allow you to work more closely and iteratively with consumers, because it is all happening in a private environment, reinforced by NDA and IP agreements.
This entry was posted on Friday, 6 Jul 2012 at 12:00 pm and is filed under Branding, Co-creation, Community, Insight.
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July 7th, 2012 at 1:46 am
In terms of closed communities, obviously some of them are ‘secret squirrel’ strategic spaces. But can you give any examples of major tangible changes in the brand or marketing landscape that have resulted from closed communities you’ve run at Promise? e.g. launch of successful new brands (or successful rebranding); development of new products/services that made a big impact in the market or category etc. I guess I’m asking for examples where closed communities have had a quantifiably positive large impact on key marketing metrics and on business performance?